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The impact of fake news on its sponsor’s brand trust
Journal of Brand Strategy,
9
(4),
446-465
(2021)
Abstract
This study examined how fake news sponsored by brands influences consumers’ brand trust. Specifically, it explored the effects of fake news on brand trust and the factors (eg product involvement, audiences’ previous fake news experiences and media consumption) that might moderate this association. An online between-subjects questionnaire-based experiment (n = 600) was conducted with a 2 (fake/real news) × 2 (brands of high/low product involvement) design to explore the relationship between fake news and brand trust. The results showed that the difference in brand trust between fake and real news conditions was not significant. Additional analyses, however, identified a relationship between perceived news credibility and brand trust in the fake news context. In addition, the influence of news credibility on brand trust is moderated by product involvement and certain social media usage. This study suggests that fake news consumption is a complex behaviour that might not lead to the direct transfer of negative brand outcomes, as consumers might have different sensitivity levels and perceived credibility of fake news.
Keywords: fake news; brand trust; message credibility; information trust
The full article is available to subscribers to the journal.
Author's Biography
Sylvia M. Chan-Olmsted is a professor in the Department of Telecommunication at the University of Florida. She also serves as the Director of Media Consumer Research Center at the University of Florida. Dr. Chan-Olmsted has conducted consumer research and consulted for Google, Nielsen, National Association of Broadcasters, the Cable Center and the Center for International Business Education and Research. A recipient of numerous national and international research awards, Dr. Chan-Olmsted holds the Research Foundation Professorship and the Al and Effie Flanagan Professorship at the University of Florida
Yufan Sunny Qin is a doctoral student in the Department of Public Relations at University of Florida. Her research area focuses on corporate communication, relationship management and leadership communication.
